Any parent who's seen their baby choke, will know just how terrifying it can be.
But, according to a recent survey by St John's Ambulance, while 40% of parents have found themselves in this awful situation, only four-fifths know how to react.
And so comes their new hard-hitting advert, The Chokeables, where animated choking hazards (a pen lid, Jelly Baby, marble) come to life to teach parents how to potentially save their child's life - in just 40 seconds.
The advert, which has had more than 2million YouTube hits, stars the voices of David Walliams, David Mitchell, Johnny Vegas and Sir John Hurt.
Their message is simple: learn first aid and save a life.
It isn't the first thought-provoking advert to come from St John's Ambulance.
In 2012, an advert showed a cancer survivor choking to death at a family BBQ because no one knew first aid.
Other first aid resources for parents on their website include: dedicated first aid advice videos, a download and keep first aid poster, the St John Ambulance app, and an essential first aid course.